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MARKETING PLAN
Your Name
Market Summary


Market: Past, present, and future
 Review

changes in market share, leadership,
players, market shifts, costs, pricing, and
competition
Product Definition


Describe the product or service being
marketed
Competition


The competitive landscape
 Provide

an overview of product competitors, and
their strengths and weaknesses
 Position each competitor’s product against the
new product
Positioning


Positioning of product or service
 Statement

that distinctly defines the product in its
market and against its competition over time



Consumer promise


Statement summarizing the benefit of the product
or service to the consumer
Communication Strategies



Messaging by audience
Target consumer demographics
Packaging and Fulfillment


Product packaging
 Discuss

form factor, pricing, look, and strategy
 Discuss fulfillment issues for items not shipped
directly with the product


COGs


Summarize cost of goods and high-level bill of
materials
Launch Strategies


Launch plan
 If




product is being announced

Promotion budget
Supply backup material with detailed budget
information for review
Public Relations


Strategy and execution
 PR

strategies
 PR plan highlights
 Have backup PR plan including editorial
calendars, speaking engagements, conference
schedules, etc.
Advertising


Strategy and execution
 Overview

of strategy
 Overview of media and timing
 Overview of ad spending
Other Promotion


Direct marketing
 Overview

of strategy, vehicles, and timing
 Overview of response targets, goals, and budget


Third-party marketing




Co-marketing arrangements with other
companies

Marketing programs


Other promotional programs
Pricing


Pricing
 Summarize

specific pricing or pricing strategies
 Compare to similar products


Policies
 Summarize

policy relevant to understanding key
pricing issues
Distribution



Distribution strategy
Channels of distribution
 Summarize




channels of distribution

Distribution by channel
Show plan of what percent share of
distribution will be contributed by each channel
– a pie chart might be helpful
Vertical Markets/Segments


Vertical market opportunities
 Discuss

specific market segment opportunities
 Address distribution strategies for those markets
or segments
 Address use of third-party partner role in
distribution to vertical markets
International


International distribution
 Address

distribution strategies
 Discuss issues specific to international
distribution



International pricing strategy
Localization issues
 Highlight

requirements for local product variations
Success Metrics





First year goals
Additional year goals
Measures of success/failure
Requirements for success
Schedule



18-month schedule highlights
Timing
 Isolate

timing dependencies critical to success

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Marketing Plan Demo